the last word: assignment 6 due wednesday consider: negative ads work. why?
TRANSCRIPT
The Last Word: Assignment 6 due Wednesday
Consider: Negative ads work. Why?
Reaching Voters: Campaign Ads
Traditional Media Often decide what is newsworthy
Obsession with the “horse race” aspect of campaigns
Campaign strategies to control media coverage Isolate candidate from press Stage media events; “sound bites” Spin Appear on talk and comedy shows
Candidate debates Directions to agencies that have the force of law
The Commission on Presidential Debates
13.4
New Media
Faster dissemination of information
Faster data collection
Faster response time
Internet Social media:
Facebook, Twitter, YouTube
Robo-calls
13.4
Campaign Advertisements
Positive ads Stress qualifications
Negative ads Attack opponents
Contrast ads Compare candidates
Inoculation ads Anticipate attacks
13.4
Tone – positive or negative Images
◦ Transfer, both positive and negative Buzz words (glittering generalities) Name-calling (negative ads) Music
What to look for:
Eisenhower ad - 1952
LBJ – Daisy (1964)
The Bear – Reagan, 1980
“Morning Again” – Reagan, 1984
“Willie Horton” - H.W. Bush - 1988
Swift Boat Veterans for Truth - 2004
Dale Peterson
Dale Peterson
Carly Fiorina’s Demon Sheep ad